Today . . . I am thinking about a question that one of our readers asked about vision statements. She said, "I have lots of questions about vision statements." Then asked me to address these five things:
- What is a vision statement?
- What's the difference between a vision statement and a mission statement?
- Which should I write first?
- What does a vision statement look like? Is there a formula?
Here we go.
Vision and mission statements are two separate entities that answer two different, yet complementary, questions about your business.
Simply put, your vision statement answers the question: "Where do you see your business going?" Your mission statement answers, "Why do we exist?"
From the start, vision statements are future focused and written with the end result in mind. Mission statements are focused in the present and tell you the fundamental purpose of that business.
Which comes first, the vision or the mission?
If you are a new business just starting up, or if you are a larger company getting ready to add a new program, or an existing organization planning to overhaul your current services, then write your vision statement first.
If you are an established business with a mission statement already in place, then let your mission guide the writing of your vision statement.
Top Five Things to Keep in Mind When Writing Your Vision Statement
1. Describe outcomes that are five to ten years out.
2. Dream big and focus on success.
3. Write your vision statement in the present tense.
4. Infuse it with passion.
5. Paint a graphic mental picture of the business you want.
There is no space limit when writing a vision statement. Vision statements are written in paragraph form, and often contain one or more paragraphs. Write as much as you need to create a dynamic mental picture of your business that will serve to energize and inspire you and your team.
Two Vision Statement Formulae for Success
Here are two basic vision statement formulae. The first one is for businesses starting up without a mission statement, and the second is for those businesses that are already established or have a mission statement in place.
1. Five years from now, _______________________________ (name of your business)
will become a successful ___________________________ (type or description of business including whether it will be local, regional, national, or international in its scope)
by providing ____________________________(description of your products and/or services)
to _____________________________________________(your customers).
Example: Five years from now, the Sierra Woman's Shelter will become a successfully run non-profit shelter serving the Greater Pittsburgh area providing education, life-skills training, and the necessary support to help women who have been previously battered or abused build self-sufficient, sustaining, prosperous lives.
2. Within the next ________ (add a number) years,
grow ___________________________________ (name of your business)
into a successful _______________________________________ (type or description of business including whether it will be local, regional, national, or international in its scope),
increasing revenues to ____________________________ (amount) by _________________ (date)
providing _______________________________(description of your products and/or services)
to _____________________________________________(your customers).
Example: Within the next five years, grow Cultural Awareness Travel into the premier North American woman's tour company increasing revenues to $225,000 by 2012 by becoming known for helping women develop greater self-awareness, confidence, and discover a new respect for diversity through cross-cultural exposure.
So, that's it. Vision statements in a nutshell. Was this helpful?
If you have a
small business question that you'd like for me to answer, let me know.
Susan L. Reid
The original Accidental Pren-her™
Award-winning author of Discovering Your Inner Samurai: The Entrepreneurial Woman's Journey to Business Success
Second - The "Turn Your Business Dreams Into Reality Video Toolkit" walks you through the practical steps of:
Susan L. Reid
Recent Comments